Lyndon Simkin

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The Open University's repository of research publications and other research outputs Implementation rules to bridge the theory/practice divide in market segmentation Journal Article Copyright and Moral Rights for the articles on this site are retained by the individual authors and/or other copyright owners. For more information on Open Research Online's(More)
Copyright and Moral Rights for the articles on this site are retained by the individual authors and/or other copyright owners. For more information on Open Research Online's data policy on reuse of materials please consult the policies page. Abstract Despite an extensive market segmentation literature, applied academic studies which bridge segmentation(More)
This paper investigates how senior managers interpret and react to the strategic threats and opportunities presented by digital technologies. Strategy studies focus on one type of actor or organizational context. Instead, we considered various firms, roles and expertise. We conducted 20 hours of in-depth, elite interviews with 15 senior managers from client(More)
Copyright and Moral Rights for the articles on this site are retained by the individual authors and/or other copyright owners. For more information on Open Research Online's data policy on reuse of materials please consult the policies page. Abstract Market segmentation is well established in marketing theory and applied by organizations from all industry(More)
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